An Examination Of Categorisation And Stereotyping Heuristics In Global Product Evaluations
This research investigates COO effects in the context of the categorisation paradigm and stereotyping. When the evaluative implications of product attribute information were largely consistent with category-triggered COO affect, subjects were more likely to engage in category-based rather than piecemeal processing. The results also provided considerable support for direct and biased evidence processing often examined within the realm of stereotyping tendencies. The theoretical and practical implications of this research are discussed.